Marketing strategy for eco-apparel

Abstract

The purpose of this research is to identify the marketing barriers of eco-apparel products and to develop a marketing strategy framework that can be employed by eco-apparel companies in the process of devising marketing tactics to overcome the marketing barriers. The overall research design is qualitative, using both thematic as well as content analysis methods for data analysis. The data were collected through 24 qualitative interviews and 12 technical reports on eco-apparel and conventional apparel. The research found that dull and monotonous products, improper labelling with substandard certification, unsuitable fitting, unfashionable and unstylish products, lack of warranties, exclusive distribution, healthiness and environmental friendliness, fair wages, disposal and recyclability, low branding, consumer ignorance, and premium pricing are marketing barriers to eco-apparel acquisition. The findings suggest that eco-apparel companies need to eliminate improper labelling that uses substandard certification and to eliminate exclusive distribution. They also need to raise intensity of distribution, widen the range of products; raise consumers’ awareness of the value of fair wages and of the value of disposability, recyclability, healthiness and environmental friendliness; promote durability, and comfort of fabric, reduce the price of their products; and reduce consumer ignorance about eco-apparel products. The companies should add warranties to their products and create more colour, suitable fitting, fashionable and stylish products, as well as make use of branding. The theoretical contribution of this research is the development of a marketing strategy framework for eco-apparel using the Strategy Canvas and Four Actions Framework (Kim & Mauborgne 2015). Marketing practitioners can use the outcomes of this research as basic premises for the design of their marketing tactics. The limitation of this research is that all research interview participants were from one country, Australia. In future, the scope of this research can be expanded to international markets.